French sports diplomacy exists. Recently. Officially, only a handful of hours. But she has already presented her men, her philosophy and her ambitions, this Wednesday, January 15, in Paris. For the occasion, the world of sport was invited to a place whose doors they have very rarely entered, the Quai d’Orsay. “A first, an unprecedented event,” underlined Valérie Fourneyron, the Minister of Sports. On his right, Laurent Fabius, his colleague from Foreign Affairs. A hitch that is also unique. Proof of the historic nature of the day and its content.
In fact, nothing very concrete. At least for now. Around twenty French ambassadors in countries influential in terms of sports policy were given, earlier in the morning, during a working meeting described as "serious and very constructive", a roadmap which should help them improve France's weight abroad in terms of sport. A battalion of diplomats stationed in Qatar, Brazil, China, Japan, the United States, the United Kingdom or Germany, very officially commissioned by Laurent Fabius to “take sport completely into account” in their daily work.
Nothing very spectacular. But this presentation of “French sports diplomacy”, and the very existence of this concept, constitutes a serious step forward. Never in the past has France considered it useful or appropriate to consider sport as a diplomatic axis. Nor had it ever taken into account the role played by sport, its actors and its events, in the image of France abroad. Finally, it had never integrated all its forces, including the diplomatic corps, into its strategy of conquering the international sporting field.
The reason? Easy answer: the project of a French candidacy for the Summer Games. The first speakers, Laurent Fabius, Valérie Fourneyron and Denis Masseglia, the president of the CNOSF, refrained from quoting him in full. Bernard Lapasset, the head of the French International Sports Council (CFSI), did it for them. “We all want the Games,” he pleads. But let us know how to bring the project into line with the expectations of the IOC. It must be built. You will have to know how to sell it, not just on its technical quality. »
The general opinion is that the approach is the right one. Jean-Christophe Rolland, the new president of the International Rowing Federation (FISA), remarks: “It is encouraging to see that we are not going into battle without thinking. There, we put things in the right order. » Essar Gabriel, Secretary General of the International Athletics Federation (IAAF), also welcomes the launch of a “real, thoughtful and concerted strategy, which goes beyond the sole subject of an Olympic candidacy. » He explains: “Obviously, we are not in an all or nothing approach. The project is large and built over the long term. In the event of an Olympic candidacy, it will be enough to accelerate it over a period of seven years.”
Behind the scenes, the engine room is running at full speed. Twice a month, the CFSI meets and consults widely. One of its members says: “We welcome major international lobbying agencies (including the American Teneo), to listen to their feedback. They advise us on international communication. » On the sidelines of the CFSI, a “French International Sports Circle” brings together around thirty French people present in continental or global sports institutions. Essar Gabriel is one of them. “This circle has the merit of formalizing this network of influence,” he says. Suddenly, he gets organized and comes alive. » Think before you go. New but promising.
Photo: MAE/F. de la Mure
